Executive's Corner
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Life is all about motion, and the same is true when it comes to marketing. It has changed dramatically since the old days of marketing through paper flyers and ads to the age of the internet, and it’s digital marketing taking the lead position. Unsurprisingly, there are many delusions and myths about digital marketing that need to be debunked.

SEO Equals Google

It is a mistake to think SEO is only and all about Google. One should know how to rank on other channels such as Amazon and Pinterest, as well. Most social sites as well as eCommerce channels also have search engines. There are also new practices in SEO that respect privacy more than ever before. The highly trackable era is morphing into a more private one, and DuckDuckGo, a search engine which doesn’t track you, proves it.  There are some slight differences between Google and DuckDuckGo. One of them relates to contextual advertising. For example, if you type in the word “cars” in the Google search box, and then go to one of the suggested sites, Google will automatically track you (since cookies store your browsing information), and you are likely to get the ads of that very car company whenever you visit other websites. On DuckDuckGo, your search is safe and private.

A Website is Enough for Digital Marketing

If you’re relying only on creating a website for marketing, you’ll quickly wind up far behind the competition. How will your potential clients know about you? Using a variety of marketing strategies will help attract and retain clients. Paid ads in Google will give a link to your website. Fill in your blog with credible, deep, quality content. Social networks will help you to be as close with customers as possible, so you can get more insights into their preferences and dislikes, thus giving you a better understanding of people and improving your brand day by day. A new trend in influencing people is all about video marketing or video testimonials. A short video is persuasive and helps people immediately form a strong bond to your brand.

Any Content is Good for Your Site

This one is definitely not true! Your content has to be more than something that just fills in your website or blog. Before writing, you must have a clear plan and understanding of what ideas you want to convey and get those ideas across to the readers. Nobody is interested in information they can get elsewhere. The aim of your content is to be unique and have an impact on minds and feelings. Otherwise, Google and social media channels will largely ignore your content.



Social is not for Everyone

It is a false belief that social networks aren’t useful. They provide great insights into customer interests, views and needs. Even more importantly, you can get feedback regarding your brand. Social networks enable you to connect immediately with your customers in real time, which helps to increase customer retention as the result of better customer service. And don’t think that online networks are only for young people. The Pew Research Center gives data revealing a strong older generation presence in social media. The reason is simple: It helps people to feel less lonely and isolated.

SEO is Dead

The days of “keyword stuffing” are long gone, but that doesn’t mean SEO is dead. As search engines keep changing, SEO practices forge ahead, and its strategy has altered as well. Basic keywords are still a main core of optimization, but the point is that qualitative content is increasingly taking center stage. It should be intelligent, meaningful and highly descriptive to engage the reader. Today’s SEO-friendly content is about more than just posting. It’s about interacting meaningfully with customers.

Digital Technology Changes too Quickly to Keep up with It

Marketing has always pursued the same goals: establishing connection between a brand and customers and inclining them to make a purchase.

Marketing channels do change with time since people’s preferences evolve, too. Who could ever think that for some clothing shops having accounts on Instagram with high-quality product photos would be more than enough to ensure increasing sales revenue?

So, is it true that digital technology changes in the blink of an eye?

Stephen Surman, Head of Global Digital & eCommerce Strategy for Molson Coors, believes this is not true and offers the explanation that only HTML 5 changed, and what changed for sure is the consumer’s access to technology.

Digital marketing is not just about the use of various digital tools and posting promotional ads on different social media channels. This is how Anastasia Parokha, CEO at Unplag, commented on this, “You can expect favorable outcomes when you have a well-elaborated strategy, testing, maintenance and assessment.  Digital trends change very fast, yet the Internet of things (IoT) stays unchanged.”

Digital Marketing is not for all Industries

If you think your lavatory and bathroom industry is not fancy enough to be online, you are making a grave mistake. No matter what kind of business you run, you have to target your audience and clients, and they are online just like everyone else. You have an opportunity to combine traditional and digital marketing in order to gain maximum exposure. Get moving on this right away because your competitors have already done it!

Putting It in a Nutshell

With the abundance of marketing tools, applications and strategies available today, it’s easy to get bogged down in the details and throw up your hands in despair. But by debunking these digital marketing myths and excuses, you’ll realize all the different ways you can get closer to customers online.


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